Farmed and Dangerous (F&D) was a highly effective campaign. It aimed to change the way 14-44 year olds think about fast food: 92% of this target audience state it did a good or excellent job of this. Through changing the way people think, it was designed to also change the way they act: it received the highest Participant Index score, topping a list of well known issue-driven media (including The Square and Lone Survivor) for its demonstrated ability to spur social impact.

F&D not only had impact, it had impact on a large scale. Coverage of the series generated more than 1 billion media impressions from more than 300 placements. The first episode was one of Hulu's top five long-form videos and the series' total viewership target was exceeded in just the first two days of the first episode (and it continues to air on Hulu to this day, for free). The accompanying Huffington Post 'Food For Thought' partnership generated over 50 Million impressions and became Huffington Post's most successful social impact segment of all time.

F&D also aimed to both build increased affinity with existing Chipotle customers and attract new customers to the brand, thereby increasing sales. 56% of the target audience said they were a lot more likely to visit Chipotle more often as a result of watching the series. In addition, viewers are 20% more likely to be a new Chipotle customer than non-viewers. Based on estimates of incremental sales associated with F&D, the campaign had a Sales Return On Investment of 629-883%.

The campaign received not only audience acclaim (4.5/5 stars on Hulu and 89% of viewers watching more than one episode) but also critical acclaim from key influencers such as 'Good Morning America' ("the future of advertising") and legendary TV writer and producer Norman Lear ("the most brilliant f#@$ing thing I’ve seen in a long time").

This was all achieved through an ambitious creative strategy that included a unique blend of "values integration", exploding cows and a blurring of the lines between fiction and reality.

F&D represents a big step forward in Chipotle's important journey to change the way people think about and eat fast food.